The Use of Aesthetics through Visual Style as a Marketing Tool – A Literature Review
The Use of Aesthetics through Visual Style as a Marketing Tool – A Literature Review

Summary/Abstract: The purpose of this article is to present how the elements of the visual style appeared in the literature and in marketing, the modifications suffered during time and how are used nowadays as a marketing instrument. Also, it describes the main associations that people made with colors (both: worldwide and in Romania), the impact of the cultural background, the meanings of lines and shapes and the methods used in creating and evaluating them. The findings are based on an extensive literature review and, in the first part of the article, show that beside the fact that the use of colors is a reduced cost method of communication in marketing, it can helps you in various situations (such as coloring the product, package, atmospherics, etc.) and can be turned into a competitive advantage; in the second part, the identified information demonstrates that beside the complex process that you have to know when creating a form, its marketing applications are easy to be used. Last, but not least, it also describes the factors that can influence these elements and change their meanings. This article is drawn on a wide range of sources, it demonstrates the significance of the visual style as a marketing tool and it offers an insight on the things a company should know before starting to use it.

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